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Jerry Greenfield

Facebook's first few days as a public company have been a rocky road. Moving ahead, Mark Zuckerberg would do well to recall the lesson of two other iconoclastic company founders: Ben Cohen and Jerry Greenfield. The tale of Ben & Jerry bears a bracing similarity to his own.

Ben & Jerry's, the progressive ice cream brand with the hippie ethos, has announced its support for Occupy Wall Street. But the free ice cream it donated Tuesday was cold comfort to some protesters, who wondered how a brand owned by a mammoth multinational conglomerate can genuinely support their anti-corporate message.